How to use New vs Returning Report in Google Analytics
Step-1: Navigate to the ‘New vs Returning’ report:
Step-2: Make sure the date range of the report is set to the last three months.
Step-3: Click on the ‘Ecommerce’ tab of the report.
Step-4: Sort the data table by ‘Revenue’ metrics:
Step-5: Note down the % of sales from new and returning users and also calculate their worth. For example, from the data table above we can conclude the following:
>> The majority of website visitors (81%) are new and only 19% are returning visitors.
>> The majority of website sales (60%) came from new visitors.
>> Every new visitor to your website is worth = $8,919.24 / 144,061 = $0.06
>> Every returning visitor to your website is worth = $5,940.06 / 34,224 = $0.17
Step-6: Now keeping this ‘new vs returning’ visitors data in mind and all the great understanding that you have developed so far by interviewing your client, provides insight.
Following is an example of insight:
A returning visitor is almost 3 times ($0.17 / $0.06) more valuable than a new visitor. Therefore in order to generate more sales, you need more returning visitors to your website.
Step-1: Navigate to the ‘New vs Returning’ report:
Step-2: Make sure the date range of the report is set to the last three months.
Step-3: Click on the ‘Ecommerce’ tab of the report.
Step-4: Sort the data table by ‘Revenue’ metrics:
Step-5: Note down the % of sales from new and returning users and also calculate their worth. For example, from the data table above we can conclude the following:
>> The majority of website visitors (81%) are new and only 19% are returning visitors.
>> The majority of website sales (60%) came from new visitors.
>> Every new visitor to your website is worth = $8,919.24 / 144,061 = $0.06
>> Every returning visitor to your website is worth = $5,940.06 / 34,224 = $0.17
Step-6: Now keeping this ‘new vs returning’ visitors data in mind and all the great understanding that you have developed so far by interviewing your client, provides insight.
Following is an example of insight:
A returning visitor is almost 3 times ($0.17 / $0.06) more valuable than a new visitor. Therefore in order to generate more sales, you need more returning visitors to your website.
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About the Author
Himanshu Sharma
